Jalbert said that, because of the time and cost involved in developing a new rose, groups and organizations that want to name a special rose, usually to honour a person or a place, are normally charged anywhere from $7,500 to $15,000 for the naming rights.

Buying the naming rights in this case included the right to use it for fundraising, to further Midler’s work in developing green spaces and better environment in New York for people across the social and economic spectra.

So Jalbert won’t be marketing the rose at least until Midler’s people have met their fundraising goal with it.

“It will be a few years before The Divine Miss M will be available locally,” Jalbert said.